The latest research from from the Institute of Customer Service (ICS) reveals that customer service complaints have soared to record highs amid supply chain issues and staff shortages. The latest data from Emplifi, the online customer experience platform, supports the evidence presented from the ICS, with online customer service standards from services such as airlines, have plummeted, too.

At a time of ongoing disruption, a brand’s ability to forge relationships with its customers has never been more essential. Consumers are increasingly turning to social media to communicate with brands and it’s important that responses are quick and accurate. Given the public nature, great customer service on social media channels can build confidence in the brand not only for those asking, but for those watching as well.

By providing the quick and helpful response that customers expect, affected companies can mitigate the negative impact on their brand by offering reassurance and a clear line of communication. Brands who make the most of these opportunities during times of crisis will win the hearts of consumers.